IKEA – The Home Showroom

“In the Home Showroom Campaign, IKEA joined forces with ordinary people selling their homes. We used their private real-estate ads to launch IKEA’s new sofa TIDAFORS. In return, the sellers got plenty of IKEA’s advertising space for free. A huge success for both parts..”

SMFB — a sister agency of Forsman & Bodenfors in Norway — promoted a new line of IKEA sofas by placing them where they ought to be: inside homes. The agency partnered with people listing their homes for sale or rent to put the sofa in real estate ads and home showrooms across the country. The sofa made its appearance in pictures, on maps showing home layouts and the homes, in turn, appeared in IKEA ads for the sofa itself. Win-win.

Advertising Agency: SMFB
Art Director: Hans Magne Ekre
Copywriter: Alexander Gjersoe
Designer: Nicklas Hellborg
Web Designer: Suzie Webb
Year: 2011